The Challenge
By January 2022, the COVID-19 vaccine had been available for over a year. The unvaccinated could no longer be considered "vaccine hesitant." Most were adamantly against it. And the few identified as "vaccine curious" lived in rural areas with an overwhelming anti-vax majority.
One such area is the Permian Basin, a 75,000 square mile desert region spanning from Texas to New Mexico. It is America's oil country—home to a tough, no-nonsense way of life. At that time, only 49% of the Permian Basin adults were vaccinated. This sad fact was negatively affecting the workforce and hospitals. Far too...